How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour

This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.

How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour

John PawleQRi ConsultingDominique DelfaudMane Flavour and Fragrance Manufacturing Company

Introduction

It is now widely accepted that human emotions play a significant role in driving our decisions, from the type of content we watch to the products and services we buy (LeDoux 2002; Damasio 1994). Physiological changes in our heart rate, posture, facial expression and voice convey emotion responses to the world around us. These responses are encoded in the System 1 brain circuit, the automatic and largely emotional processing system of the...

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